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Pursuing Frugal Innovation for Sustainability at the Grassroots Level

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journal contribution
submitted on 2023-03-15, 11:53 and posted on 2023-07-16, 10:29 authored by Mokter Hossain, Jarkko Levänen, Marleen Wierenga

Firms are often criticized for their reluctance to embrace sustainability in their business strategies. Frugal innovation is a recent concept that represents a new way for firms to serve underserved customers in developing countries while also promoting sustainability. Based on three cases of frugal innovation at the grassroots level in India, this article demonstrates how frugal innovation presents a promising way to tackle some of today's pressing societal problems with new business models. We use a range of parameters for economic, social, and environmental sustainability to strengthen the case for frugal innovation. This article attempts to inspire scholars to consider frugal innovation further in their future research endeavors and encourage firms to integrate it into their existing business models.

Other information

Published in: Management and Organization Review
See article on publisher's website:



  • English


Cambridge University Press

Publication Year

  • 2021

License statement

This Item is licensed under the Creative Commons Attribution 4.0 International License

Institution affiliated with

  • Qatar University
  • College of Business and Economics - QU
  • Center for Entrepreneurship & Organizational Excellence - QU